Anteseden online purchase intention dan brand loyalty
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022132049
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Ganawati
Subyek : Social media interaction;Marketing management
Kata Kunci : social media interaction, social media usability, brand sacralization, purchase intention, brand loy
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022132049_Halaman--Judul.pdf | ||
| 2. | 2018_TA_MJ_022132049_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022132049_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022132049_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022132049_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022132049_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022132049_Daftar--Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022132049_Lampiran.pdf |
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T Tujuan penelitian ini adalah untuk menganalisis pengaruh social media interaction dan social media usability yang dirasakan terhadap brand sacralization pada produk smartphone. Kemudian juga menganalisis pengaruh brand sacralization terhadap purchase intention dan brand loyalty pada produk smartphone. Rancangan penelitian ini dilakukan dengan menggunakan pengujian hipotesis. Sampel dalam penelitian ini pengguna smartphone dan pernah melakukan pembelian smartphone secara online yang berada di lingkungan kampus Universitas Trisakti. Jumlah sampel dalam penelitian ini ditetapkan sebanyak 120 responden. Data dalam penelitian ini diperoleh dari penyebaran kuesioner. Metode analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) yang dihitung dengan program statistik AMOS versi 22.Hasil penelitian ini menunjukkan bahwa social media interaction dan social media usability memiliki pengaruh signifikan terhadap brand sacralization. Kemudian hasil penelitian juga menunjukkan bahwa brand sacralization berpengaruh secara signifikan terhadap purchase intention dan brand loyalty.
T The purpose of this study is to analyze the influence of social media interaction and social media media usability on brand sacralization of smartphone products. Then also analyze the influence of brand sacralization on purchase intentions and brand loyalty of smartphone products. The design of this study was conducted using hypothesis testing. The sample in this study are smartphone users that make purchases of smartphones by online . The number of samples in this study were 120 respondents who are smartphone users that make purchases by online in Trisakti University Jakarta environment and processed using Structural Equation Model (SEM) method by AMOS 22.The results of this study indicate the social media interaction and social media usability have significant influence on brand sacralization. Then the results of the study also showed that the sacral brand have significant effect on purchase intention and brand loyalty.
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